CB SESSION 7 ATTITUDES AND PERSUASION

CB SESSION 7 ATTITUDES AND PERSUASION - 7-1Attitudes and...

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Unformatted text preview: 7-1Attitudes and PersuasionCONSUMER BEHAVIOR7-2ObjectivesWhen you finish this lecture, you should understand why:Its important for consumer researchers to understand the nature and power of attitudes.Attitudes are more complex than they first appear.We form attitudes in several ways.7-3OBJECTIVES (continued)When you finish this lecture, you should understand why:A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them.We use attitude models to identify specific components and combine them to predict a consumers overall attitude toward a product or brand.7-4The Power of AttitudesAttitude: a lasting, general evaluation of people, objects, advertisements, or issuesThey also tend to be predictive of behavior and to endure over time.Attitude object (AO): anything toward which one has an attitude7-5Functional Theory of Attitudes( Daniel Katz)( how attitudes facilitate social behavior)UTILITARIAN FUNCTION:- Relates to rewards and punishments-People tend to develop attitudes towards products on the basis o pleasure and pain -e.g. positive attitudes towards cheeseburgers ,that is if he likes it.VALUE-EXPRESSIVE FUNCTION:- Expresses consumers values or self-concept-e.g. forming product attitude not because of objective benefits but because of what product says about them as a person,--Godiva ; who reads Elle?EGO-DEFENSIVE FUNCTION:Protect ourselves from external threats or internal feelingse.g.: deodorant campaigns stressing on bad underarm odor, Harley Davidson bikes...
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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CB SESSION 7 ATTITUDES AND PERSUASION - 7-1Attitudes and...

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